Deliberate Decision-Making Maximizing the value of customer-initiated interactions
Maximizing Restaurant Customer Experience with Social Media Data
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Transcript of Maximizing Restaurant Customer Experience with Social Media Data
Dennis Stoutenburgh | [email protected] Hill | [email protected]
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Measuring and Executing on What Matters
Maximizing Social Data: WhiteBox Social Intelligence
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Socially Enabled Consumer – Embrace Them!
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
1. Unprecedented access to Voice of Consumer
a) Preferences – Food, Beverage, Service
b) Competitive Insights
2. Limitless Engagement Opportunities
3. Transformative Data Intelligence
a) Enhance Customer Experience
b) Execution – new menu items, management
c) Growth Strategy – markets, expansion
Why Brands Don’t and Should
• Don’t Embrace:– Message not controlled – scary!– Early Social Metrics – Fans, Followers, etc – No Attributable
ROI
• Should Embrace:– Harvard Business study shows one star Yelp increase can
increase revenues by 5 to 9 percent.– Harris Interactive study reports 71% of consumers rely on
peer ratings and reviews to influence purchase decisions.– More than 50% of Americans trust User Generated Content
(UGC) over corporate websites (16%) or news articles about a company or product (14%).
– Nearly 80% of social media users rely on social media sites to research products and read reviews.
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
What Are The Social Metrics That Matter? Likes? Followers? Fans?
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Why Do Customers Engage?
1. Rewards – Discounts, Sales
2. Communications – Opportunities, Customer Care
3. Entertainment
4. Community – UGC – Aligned Goals
5. Customers Want to Engage – Provide Value
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Engagement is Economics
Forrester Report: % probability of having made a brand-related purchase within 12-months
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Social Customer Care is MarketingCustomers expect to be heard and engaged
throughoutthe entire brand experience, not just during sales process.
Social Care Best Practices - Proactively Reactive
1. Timely
2. Relevant
3. Personal
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Timely
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized!
Social Media provides window to personalize themessage
Brands need to take Advantage• Issue• Channel Preference• Location• Influence
Non-personalized messaging: Channel Irritation
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Building an Engaged Community1. Social Listening drives Strategy
2. Platform Analytics
3. Brand Content Creation driven by Listening Campaign
4. Community Management
1. UGC drives Engagement
2. Ratings and Reviews Matter – A Lot!!
3. Transparency = Trust
4. Empowered Communities drive revenue, product development, loyalty, affinity and creativity
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
It’s All Measurable
White Box Social Intelligence
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Social media meets operational data White Box shows brands how customer experience effects the bottom line.
Track locations, score your experience and compare results to sales and competition.
Engage your customers all from One Platform!Built for You by You!
White Box
AnalyticsAggregated from social sources and organized by:1. Brand2. Region3. DMA4. Location
Proprietary Social Scoring• Ratings and Reviews• Sentiment and Social Activity• Segment and Competitors
Consumer VoiceOrganized by operating attribute and sentiment:1. Food2. Beverage3. Ambiance4. Service5. Intent
Real Time Notification• Customizable at the location level
White Box
NotificationsProvide team with timely information about actions in the social arena:1. Scheduled – Can be scheduled weekly, daily,
or hourly.2. Sentiment – Can be filtered by positive,
neutral and negative3. Filtered by franchise, region, DMA, or
location 4. We keep a historical record of all
notifications sent by the platform
Engagement5. Engage customers using Facebook and
Key Takeaways
1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics
2. Social media users want you to engage with them - Deliver Value
3. Messaging Must Be - Timely, Relevant and Personal
4. Create meaningful content and you’ll foster brand advocates
5. Communities should be Fostered not controlled
6. Measure and analyze the data to Refine/Evolve Strategy!!
THANK YOU
Contact Info:
Dennis Stoutenburgh | @DennisSS1972.267.0100 (Office)[email protected]
WhiteBoxSocial.com
SOCIALSTRATEGY1.COM | @SSTRATEGY1